Reference table
Value proposition testing: four dimensions, pass and fail
A table for planning a value proposition test with real customers. It covers the four dimensions to check, comprehension, belief, desire and willingness to pay, with the question to ask for each and what passing and failing answers sound like. Testing only one dimension produces false positives, because a message can be clear and still unwanted. Koji can run the same questions as AI-moderated interviews with 10 to 15 target customers.
Where this appears
What's in this reference table
| Dimension | Test question | Pass | Fail |
|---|---|---|---|
| Comprehension | In your own words, what does this product do and who is it for? | 80%+ describe it accurately within 10 seconds | Vague answers, the wrong category or not sure |
| Belief | What feels true? What feels overpromised or hard to believe? | They give specific reasons it is plausible | Sounds too good to be true, or they need proof |
| Desire | When was the last time you needed something like this? | They describe a recent painful occurrence | Cool but not for me, or maybe in the future |
| Willingness to pay | What would feel fair to pay? What would feel expensive? | They volunteer a price range in your viable zone | Only if it's free, or they won't name a price |
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<a href="https://www.koji.so/visuals/value-proposition-test-four-dimensions-pass-fail"><img src="https://www.koji.so/visuals/value-proposition-test-four-dimensions-pass-fail/value-proposition-test-four-dimensions-pass-fail.png" alt="Table of four value proposition test dimensions, comprehension, belief, desire and willingness to pay, with a test question and pass and fail signs." width="1200" height="819" /></a>
<p>Source: <a href="https://www.koji.so/visuals/value-proposition-test-four-dimensions-pass-fail">Value proposition testing: four dimensions, pass and fail</a>, Koji</p>
